Automotive · Product configurator

A real-time car configurator buyers can customize in the browser

A browser-based car configurator that turns picking a car into an interactive experience, customizing paint, wheels, and more from preset options in real-time 3D.

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A real-time car configurator buyers can customize in the browser

Project snapshot

Industry
Automotive, retail and marketing
Services
Product configurator development, real-time 3D, web development
Platform
Web (browser)
Technology
PlayCanvas, HTML5, JavaScript, 3ds Max
Team
4 specialists (PM, front-end developer, 3D artist, UI/UX designer)

Overview

Program-Ace built a real-time 3D car configurator that runs in any browser, so buyers explore and customize a vehicle from preset options before they commit to a high-consideration purchase.

The challenge

A car is a high-consideration purchase, and a static gallery does little to help a buyer feel confident or connected before they commit. The client needed an online experience that made exploring a vehicle engaging, fast, and realistic, without overwhelming the user or demanding an install.

The solution

Program-Ace built a real-time 3D car configurator in the browser, with the vehicle center-screen and customization from preset, on-brand options.

Preset configurations with live pricing, baked to the client lineup.
Exterior customization: paint, wheels, exhaust, mirrors, sunroof, and tinting.
Instant real-time rendering, every change applied without a page reload.
Technical specifications shown alongside each configuration.
Cross-browser, responsive build that adapts across screen sizes.
Technology and approach

How we built it

The configurator renders a high-fidelity 3D vehicle in real time with a browser 3D engine, so changes apply instantly with no install. Rather than a free build-from-scratch tool, it offers preset configurations the buyer customizes within set options, which keeps the experience focused and on-brand.
PlayCanvas
PlayCanvas
HTML5
HTML5
CSS3
CSS3
JavaScript
JavaScript
Adobe Photoshop
Adobe Photoshop
Adobe Illustrator
Adobe Illustrator

Results and value delivered

The configurator turned a static car-buying step into an interactive experience that reaches buyers anywhere.

Real-time customization that lets buyers explore a vehicle with no install.
Preset, on-brand configurations that keep the experience focused and accurate.
A cross-browser, responsive build that reaches buyers wherever they shop.
A foundation ready to extend with interior options and payment plans.
Why it works

Why 3D configurators convert

~65%
Average conversion-rate increase with 3D configurators
40%
Reduction in product returns
25%
Higher average order value

Source: Threekit 3D configurator benchmarks, 2023 (industry benchmark across 200+ implementations). [confirm before publishing]

Services and expertise used

Product configurator development

Interactive configurators that let customers personalize and price a product in real time.

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3D visualization

High-fidelity 3D rendered live in the browser, light enough to load fast.

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Web development

Performant, cross-browser front ends for interactive 3D experiences.

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